The state of marketing analytics

Where marketing analytics teams stand on the path to advanced analytics

While marketing analytics has grown exponentially over the last decade, it still struggles to provide value in many organizations. And with a recession uncertain, budgets face scrutiny for teams that cannot show substantial value.

We have developed a framework to assess maturity in marketing analytics. To understand the current state of marketing analytics across industries, we conducted a comprehensive benchmark study to assess a performance baseline and prioritize improvement areas. Within these pages, we hope to help marketing analytics leaders get a sense of where they stand and the improvement areas that matter.

This report covers

Direct-from-the-source challenges and priorities heard from marketing analytics leaders
Key insights on how organizations are maintaining, running, and growing their analytic functions
Go-forward actions for marketing analytics teams to improve processes and advance analytics

Select insights

67% of benchmarked organizations said that adding data to a centralized data lake requires centralized IT support and takes significant time to accomplish
38% said that no version control system is in place; code is saved locally or on network drives
More than 50% said they had limited to no data scientists or engineers
33% said they had no process to ensure campaigns, tactics, and cells were appropriately tagged

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